The Coors Light Brewing Company kicked off its first travelling consumer experience, the Coors Light Silver Bullet Express, on the weekend with a broadcast and online partnership with The Score to deliver exclusive content to those not on board the tricked-out party train.

MThirty Communications worked with Coors during the weekend to push exclusive content to its target demographic of 18 to 30 year olds through social media influencers on blogs, Twitter, TheScore.com, CoorsLight.ca and social media including French and English Facebook fan pages.

 “First and foremost the goal of this campaign is to provide an unbelievable experience for the consumer,” Barry Alexander, brand manager Coors Light tells MiC. “We took railroad trips, which have always been an icon over the years, and made it an experience for the consumer.”

The trip is different than previous events for Coors, like the Coors Light Golf Experience because it makes the journey itself the experience rather than a static location, says Alexander.

MEC was the media agency and Draftfcb Toronto the creative agency for the Coors Light Silver Bullet Express contest promotion. which began in January with a Facebook “Check-in To Win” board game contest and shivering beer cans in specially marked boxes.